MAM
‘Forever in our kitchens & hearts’: Brands eulogise MDH Uncle
New Delhi: It’s a sad day for the Indian business community with the passing of 'Mahashay’ Dharampal Gulati, owner and CEO of spice brand MDH (Mahashian Di Hatti), as well as the most recognisable grandpa on national television.
He was known by many monikers: 'king of spices', ‘masala king’, ‘MDH uncle’ and there is hardly anyone in India who would have not heard the memorable jingle for the brand created under his tenure – ‘Asli Masale Sach Sach, MDH MDH’.
He was undergoing treatment in Delhi for the last three weeks.
From a small shop in Karol Bagh, late Mahashay Dharampal Gulati built MDH into one of India's leading spice brands, valued at around Rs 1,000 crore. He officially established his company in 1959. At present, MDH Spices, which reportedly manufactures nearly 50 different varieties of spices, has 15 factories across the country and sells its products all over the globe.
He will always be regarded as an iconic entrepreneur and will continue to inspire generations ahead.
Multiple brands across categories came forward to pay tribute to this iconic leader:- Pepsico
Policybazaar
India's favourite MDH Uncle, Mahashay Dharampal Gulati, will always be remembered as the King of Masalas. May his soul rest in peace.#MDH #RIP #PolicyBazaar #AapKiSideHai pic.twitter.com/ldsOD9phSB
— Policybazaar (@policybazaar) December 3, 2020
Ceat
Age was indeed just a number for you. Thank You for adding flavors to our life and always inspiring us. RIP #DharampalGulati #mdhmasala #MDH pic.twitter.com/4SHifBj7Xu
— CEAT TYRES (@CEATtyres) December 3, 2020
Indigo
RIP Mahashay Dharampal Gulati, the longest-reigning king of our kitchens. #mdhmasale #mdhmasala #MDHRIPधर्मपाल #RIP pic.twitter.com/KrKz9Bgj3H
— IndiGo (@IndiGo6E) December 3, 2020
Badshah Masala
With complete & utmost respect, we mourn the loss of the eminent personality in the Masala Industry, the owner of MDH Masala, Mahashay Dharampal Gulati. We sincerely offer our deepest condolences for the huge loss to our industry and customers of all Masala brands. pic.twitter.com/09b9FwOBf4
— Badshah Masala (@Badshahmasala) December 3, 2020
EaseMyTrip
An end of an incredible journey. Om Shanti
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.#EMT #EaseMyTrip #DharmpalGulati #MDHMDH #MDH #endofanera #RIP #MDH #mdhmasale pic.twitter.com/gTBWc11Zyc— EaseMyTrip.com (@EaseMyTrip) December 3, 2020
MAM
Hyphen launches sunscreen campaign featuring Kriti Sanon as SPF Police
Campaign drives SPF habit; Blinkit tie-up enables instant sunscreen delivery.
MUMBAI: No SPF, no mercy Kriti Sanon is out patrolling your skincare routine. Hyphen has rolled out a new campaign film starring its Co-Founder and Chief Customer Officer Kriti Sanon, who steps into a playful alter ego as the brand’s “SPF Police”, turning sunscreen reminders into a full-blown public service announcement with a wink. The campaign kicked off with a cheeky social media tease suggesting Sanon had “stepped down” from her role, sparking chatter online before the brand revealed the twist: she hasn’t gone anywhere, she has simply taken on an additional avatar, one dedicated to ensuring people do not skip sunscreen.
The film leans into humour to drive home a serious point. In a slice-of-life setting, Sanon intercepts a gym-goer about to step out without sunscreen, promptly handing over Hyphen’s ‘All I Need Sunscreen’, which arrives instantly via Blinkit. The message is clear: forgetting SPF is no longer a valid excuse when it can be delivered in minutes.
Beyond the laughs, the campaign taps into a well-known gap in everyday skincare habits. Sunscreen, despite being one of the most recommended steps, is often the most ignored. By gamifying the reminder through an “SPF Police” persona, Hyphen aims to turn a routine into a reflex.
The multi-stage rollout from intrigue-led teasers to the final film has been designed to spark conversation while embedding the brand into daily behaviour. It also spotlights Hyphen’s quick commerce partnership with Blinkit, positioning accessibility as a key enabler of consistency.
Sanon, who remains closely involved in product development and brand strategy, noted that the idea stemmed from a simple insight: skincare works best when it is easy, habitual and hard to ignore. The campaign reflects that philosophy equal parts science, storytelling and a nudge you cannot quite escape.
The film is now live across Hyphen and Blinkit’s digital platforms, with further activations expected to extend the campaign’s reach and perhaps keep the SPF Police on duty a little longer.
